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Safeway expands health-and-wellness brand portfolio with Open Nature

BY Allison Cerra

PLEASANTON, Calif. — Building on the success of its store brands O Organics and Eating Right, Safeway is boosting its portfolio with a new line of healthy, nutritious food.

Open Nature includes more than 100 products made with 100% natural ingredients from natural sources. The first Open Nature items now are available in Safeway’s meat departments, with additional products to be added to the store brand throughout the year.

Current items up for grabs are priced between $3.99 and $5.99, the retailer said.

“[Open Nature] is another demonstration of Safeway’s commitment to providing our customers the best possible experience when they prepare and eat meals for themselves and their families,” said Joe Ennen, SVP consumer brands at Safeway. “Open Nature is Safeway’s way of providing shoppers access to simple, flavorful food made from all-natural ingredients that is as close to nature as possible.”

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Blueberry flavor added to Yoplait Fiber One line

BY Allison Cerra

MINNEAPOLIS — Yoplait Fiber One is introducing a 50-calorie yogurt for health-conscious consumers looking for a guilt-free treat.

The new blueberry flavor contains bits of real blueberry in each creamy cup and contains 5 g of fiber and 0 g of fat.

Yoplait Fiber One yogurt is available nationwide in four-packs of 4-oz. cups at a suggested retail price of $2.79.

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Downy teams up with Macy’s for clean sheet promotion

BY Alaric DeArment

NEW YORK — Macy’s and Procter & Gamble have started a promotional campaign to pitch P&G’s Ultra Downy April Fresh fabric softener. What’s unusual is how they’re doing it: by having a comedian sleep at Macy’s store in New York’s Herald Square.

Mike Birbiglia, who has appeared on CBS’ “Late Show with David Letterman” and Comedy Central’s “Premium Blend," among other programs, often makes jokes about his problem with sleepwalking and is the author of the New York Times best-selling book “Sleepwalk with Me.” More than 70 million people in the United States have sleep disorders, and most are unaware of it, according to the American Academy of Sleep Medicine.

Birbiglia will spend seven days sleeping in a Macy’s display window as part of the “Clean Sheet Week” challenge. The comedian, who joked about the campaign’s recognition of him as the “worst sleeper” at a press event Wednesday morning, will interact with the public through social networking media sites, including Twitter and Facebook.

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